Magazine article Marketing

Media Analysis: Diverted Traffic

Magazine article Marketing

Media Analysis: Diverted Traffic

Article excerpt

The latest ABCs suggest magazine websites are proving a lifeline for publishers.

They may not provide enough standalone revenue to stop boardroom sweats about declining print circulation, but the latest figures indicate that magazine websites are on the up.

While scanning through a magazine's site at one's desk is not the same as curling up with a good glossy, in tough times publishers are grateful for the extra eyeballs.

It is a glimmer of hope for those worst affected by reader apathy. Publishers now hope that broadening their reach across platforms will convince advertisers to stick with the medium.

The men's magazine market took a hammering in the ABC magazine circulation figures for January to June this year, and with plenty of women's titles also falling in popularity, owners have turned their attention to digital offerings to boost their brands and generate much-needed revenue.

Dennis Publishing, which owns Maxim and The Week, expects 40% of this year's revenue to come from digital. Its portfolio of digital-only titles includes men's mag Monkey and gadget brand iGizmo.

Bruce Sandell, managing director and head of NPD at Dennis Lifestyle, says the growth of its sites proves there is no lack of interest in men's titles.

'If you combine magazine sales and website traffic, we are reaching more men than ever,' he says. 'They simply consume information in a different way, so we are adapting. We have proved with our digital-only titles that these ventures can succeed. …

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